CONVENIENCE BEST 2022 – the winners’ currency
by Reiner Graul
Convenience Shop
In the past, new brands had to be equipped with generous communication budgets in order to make it into the minds of their target groups, and then onto the checkout belt, with the help of broad campaigns in TV, radio and print. Today the currency is a completely different one: the winner is whoever can draw on a sufficiently large follower community and knows how to mobilise it.
The only alternative: a product already comes with the necessary brand power and benefits from its awareness. In that case there are „advance laurels“ from consumers, who are happy to try innovative variants as well.
By the way: as in every year, Bormann & Gordon again supported the „CONVENIENCE BEST“ award with customer surveys on the winning products. This time the interviews were conducted as an app survey using POSpulse’s own app „Streetspotr“. Purchase rate and awareness were surveyed, and product images made sure that the right product was being rated.
Read more about the „CONVENIENCE BEST“ winners of 2022 here.